Sears Canada is moving away from its classic blue-and-white logo today, and is adopting a much quieter, more refined one instead.
In the biggest change to the company's logo in 32 years, the company is looking to bolster sagging sales and look past numerous store closures across the country with the rebranding effort.
"The clean and contemporary logo features a timeless font with a fresh take on the maple leaf, signaling a redefined modern era for the brand," reads a press release from Sears Canada.
The reaction to the newly-unveiled logo has been mostly positive, although, some think the logo may be a touch too simple.
"The new Sears logo: because being boring is better than being ugly," wrote Josh Kolm of Strategy Online.
The logo first appeared earlier this summer on new stores built in Thornhill, Ont. and Burlington, Ont. in the "Sears 2.0" model,Read More »from Sears Canada adopts understated new logo